We are currently living in a world of connectivity. Today people are connected to smart devices than to their fellow people. Technology had shot as a wave and continue the journey with new developments and innovative ideas.Here is the new thing to know about Multi-Screen Digital Video Advertising.
Today people were changed their way of using the technology, and when rates come to the video consumption, the things are very striking as we are habituated to watch the video content on multiple device screens. There comes the multiscreen video viewing which leads to multiscreen video marketing.
Yes, this multi-screen viewing behavior also brings several challenges to the marketers in different ways and there is a need for the best multi-screen video advertising strategy to reach the people with video content that is supported by the multiple devices.
In multiscreen targeting, the marketers need to understand the existing ecosystem about how the consumers are watching the multi-screen and what the multiscreen ecosystem is and how to leverage the strategy if you are going to target the multiscreen to maximize the ROI with your advertising efforts.
Table of Contents
- The Multi-screen world
- What are the major obstacles in Multi-Screen Digital Video Advertising and what advertisers must know?
- How to leverage the multiscreen ad strategy
- Understanding the Multi-Screen Digital Video Advertising
- Targeting the ads
- Ad delivery and developments
- Best framework for Multi-Screen Digital Video Advertising Platform
- Tips for better multi-screening strategy
- Multi-Screen Video Distribution Challenges and Opportunities [Study]
The Multi-screen world
Basing on existing research reports, it revealed that people are using the multiple smart devices while watching the video content on TV. The main screens that are emerging across the web are PC, Laptops, TVs, and Mobiles, Tablets, and Gaming Consoles and many other smart devices available in the market.
Mainly two types of video lengths are playing a significant role in advertising such as thirty seconds and ten-second video ads. These video lengths had tested in various research findings. The multiscreen videos must be targeted when comes to branding the things because every screen is different and your content must be optimized for the particular screen to deliver the best viewing experience to the audience.
Today consumers are more particular about the ad cluttering. The new technology has faded the line between the content and the commercialization which leads to the advertising and programs on different marketing.
What are the major obstacles in Multi-Screen Digital Video Advertising and what advertisers must know?
By including the multiscreen strategy in your marketing plan can reap significant benefits like brand awareness, influences the buying behavior of the consumers as well as helps in attracting the customers towards your product or service buying pages.
Marketers must understand the customer choices, and today consumers have good control over the brands. The advertisers with multiscreen strategy can drive better conversations and conversions from the consumers.
However, it is not that easy to target your video content across the web by optimizing them to the majority of the screen that is available on the internet. If any of such screens are not sell fitted with the content, then it may entirely fail to reach the particular consumer using the certain device, that results in a particular impact on your brand or services you are advertising.
How to leverage the multiscreen ad strategy
The planning of the ad campaign and managing the things are very novel and complicated ecosystem. There are many difficult challenges for the marketers as well as the agencies which are dealing with the multiscreen ad strategies.
Understanding the Multi-Screen Digital Video Advertising
Marketers must go with honest efforts to focus on investment medium and must need a massive reach. Multi screens are gaining tremendous popularity and marketers need to work on it to bring unified experience. With data-drove insights, usage, deliverability etc. plays a vital role in building strong multi-screen and cross-screen strategies for advertising.
Targeting the ads
To make a huge impact with your multiscreen campaigns, the marketers need to combine the ads with the targeted market and personalize the messages and ads to the consumers. So, the customer experience sill gets leveled up. There is a need to expand the capabilities of the marketers to address in this new medium.
The ads must be targeted based on the user-specific interests and social point of view by basing on the keywords, content, tags, and social media platforms. The content consumption through mobile devices is already developed well, and new companies are targeting social networking services.
Ad delivery and developments
Another key challenge for the multi-screen marketers and advertisers is with the ad-blocking software’s that are blocking the essential ads. So, to break that problem, the advertisers are marketing ad content by creating it more compelling and relevant way. The overlays, in-app ads, and campaigns are now personalizing to bring better ad experience and going beyond the ad blockers and generating high click-through rates across the web.
Best framework for Multi-Screen Digital Video Advertising Platform
The best multiscreen advertising platform must have integrated management and analytics along with inventory management. The management of Ads and analytics go hand in hand. Before these things, the ad must be managed with the profiling of the concerned user ad then to the ad engine and next to ad delivery and finally your ad must fulfill all requirements to go for multiscreen targeting.
Tips for better multi-screening strategy
Multiscreen advertising strategy must possess good storytelling which keeps the audience get connected across multiple platforms. According to the research reports, it was concluded that multiscreen users are getting more interactive with the micro video TV ads and TV ads promoting apps.Follow these tips to achieve the things in a better way.
• Know your audience and there most favorite places across the web.
• Go with cross screen analytics to track your audience interest.
• Try mix web banners, rich-media ads to deliver the content in a compelling way to provide best user experience.
• Generate real buzz across the multi screens.
• Establish right objectives and analyze the metrics after campaigning.
• Be responsive to the audience across the screens
• Remember that you must reach and provide the audience with the same type of experience which must not vary from screen to screen.
Finally, multiscreen video advertising is the future and emerging way of reaching the audience through targeted ads.
Multi-Screen Video Distribution Challenges and Opportunities [Study]
What is multi-screen video distribution? This is a technology wherein the original content used for promotion across various devices, maybe a TV, net, or mobile. This is becoming increasingly necessary given the fact that the viewer is not limiting his interest to one device, but he wants to enjoy the content on multiple devices. Multi-screen distribution defined as ‘access anywhere, anytime, and any platform.’ When we talk of multi-screen video distribution, this comes with lot more challenges, and if those challenges properly tackled they will be turning to be opportunities.
A quick look at the gradual evolution of the relevant technologies indicates that previously there was TV offering most of the entertainment including the news, sports and of course the ads for the promotion of products/services (to be used by the marketers).
There came an era where the focus is mainly on content marketing. There appeared (and still operating) many channels offering an online content promotion like YouTube, Periscope, LinkedIn etc.
With the technical changes adding more and more features to mobiles phones, the customers started demanding that they should also be able to enjoy the content on their mobiles as well–in addition to online platforms.
While this is an attraction for the marketer (as he can promote his content amongst many viewers with different devices), this is a challenge for the marketer.
This given the fact that the functionality of different devices is different. While the PC offers wider screen the mobile has a limitation about the size of the screen where the content can view.
Similarly, the PC has better connectivity as the same is stationary, whereas the mobile has a very limitation in this regard. While many users share the PC there are many preferences about content to be promoted (as each of the users will have his preferences), mobile users have a lesser variety of preference as the number of users of mobile is mostly limited to one.
Coming to advantages PC offers over mobile, PC can present the variety of colors (thereby increasing the effectiveness of the content), mobile has limited capability to present more and more colors and special effects.
Another advantage of PC over mobile is that the PC can have larger storage capacity, thereby enabling the user to save the content for the future view (subject to the guidelines of the platform offering the content). The mobile phone, on the other hand, is always coming with lesser storage capacity.
Now that the challenges are clear about multi-screen video distribution, the marketer has to handle these challenges to convert them into opportunities. There are a lot more ways by which he can achieve this objective.
There are online tools that provide the marketer with an advantage whereby he can ‘create (the content) once and use various screens.’ The marketer is also required to establish a truly collaborative environment, where all these screens (across various platforms) are inter-connected. The market has to ensure consistency of the user experience.
As a beginning in this direction, the marketer needs to develop multi-role user production platforms. Unified toolsets (that present themselves in different ways) need to adopt through the end product might slightly be different.
Media asset management systems clubbed with high capacity storage need to be adopted to ensure reliable retrieval speed. As a combined effort towards this end, there is a framework called Integrated Media Enterprises (IME).
While on the subject, it may not be out of place to mention that IME has three main criteria that it needs-to agile, to be collaborative & to be open. The marketer also needs to take help of system integrator and professional service providers.
The multi-screen video distribution is a challenge as well as an opportunity for the marketer to promote his products/services to viewers across various platforms and also promote the goodwill of his company.